More and more hospitality businesses are 'discovering' the power of Social Entertainment (also known as Competitive Socializing); the introduction of games to boost F&B revenue. The 'entertainment' factor plays a special role in this. Huub van de Vecht, concept developer at The Grand Shuffle, explains what the success factors are.
We meet at his latest creation, 'The Grand Shuffle' in Utrecht; a bar where you can also dine and play the game of Shuffleboard interactively at the dining table. In addition to the classic Shuffle, you can also choose from other games such as Curling and Territory. The tables automatically keep track of the score and indicate whose turn it is. Van de Vecht has a background in Business Administration (Erasmus University) and has gained extensive experience in realizing hospitality concepts and organizing public festivals (including Central Park and Lief Festival). Thanks to the hospitality concepts JEU de Boulesbar and The Grand Shuffle, he also became acquainted with the recreation sector; but from a very unique perspective.
Rise of Social Entertainment
Van de Vecht sees plenty of opportunities in the trend of Social Entertainment, in which he can call himself one of the pioneers in the Netherlands. Actually, Social Entertainment is not a completely new development. In fact, bowling has traditionally been a concept that combines entertainment and hospitality. Van de Vecht observes that a new trend is gaining momentum: “Social entertainment is already really big in England (London) and Scandinavia. In the Netherlands, it is growing. In recent years, many new concepts have been added that particularly appeal to a younger target group. People increasingly want to do something fun during their night out. Together with regular partners Rob and Marco Peek from BHG (Brothers Horeca Groep), we traveled to Gothenburg in 2018 for inspiration and discovered a pétanque concept in a trendy bar there. While in the Netherlands we mainly classify this game as an activity for the elderly – at the campsite – this was an eye-opener for us. There were mainly young people, and the DJ turned it into a party. We immediately saw the potential and opened our first social entertainment concept in 2018 in the form of the JEU de Boulesbar in Utrecht.”
Van de Vecht works closely with BHG (Brothers Horeca Groep). As a large hospitality group, BHG possesses extensive expertise in operations and is often trendsetting and entrepreneurial. They dare to invest in innovative concepts and give Huub plenty of room to do so. “We complement each other very strongly, and that is necessary for success.”
Area and turnover?
As a pioneer, you also have to deal with learning effects. The location of the JEU de Boulesbar, in the center of Utrecht, was an excellent choice. There is a sufficient flow of people going out for the evening. However, the activity requires a considerable amount of space (900 m² in Utrecht); and that is often difficult to find in a city center and, moreover, 'on the price'.
With the development of The Grand Shuffle, that last 'problem' has been largely solved. Van de Vecht: “The Shuffleboards require less space. Moreover, in The Grand Shuffle we have also allocated plenty of space for guests who are not playing. They do enjoy the buzz the game creates and generate the necessary bar revenue. The gaming tables are fully booked for most hours. That invites viewers to come back sometime – and to make a reservation in advance, that is.”
Finding the right balance between entertainment and the hospitality function is also one of the success factors. Van de Vecht: “We charge €30 per hour for the rental of a gaming table, which seats an average of 6 people. This amount is actually just enough to cover the investment in the gaming table. The profit is mainly generated through bar revenue and snack platters. For that reason, it is also important that we have space for non-gamers in this 300 m² room.”
Lessons for a successful Social Entertainment concept
Van de Vecht mentions two more success factors for developing successful Social Entertainment in the hospitality industry:
1. “Ensure a total concept . The brand experience, in particular, must be good. Simply setting up a game is actually no longer enough. You have to walk into a story, so to speak, and create a wow factor upon entry. We also had the game tables (supplied by Shuffly ) customized to our look and feel. We developed the concept entirely in-house, giving us control over the execution.”
Look and feel of The Grand Shuffle
The Grand Shuffle taps into the grandeur of the Roaring Twenties. A Speakeasy-style cocktail bar with many Art Deco elements, it is just like walking onto the film set of 'The Great Gatsby'. Additionally, it features many botanical elements in the form of numerous plants and art pieces depicting birds of paradise. These organic forms create a graceful whole. With us, you celebrate life in grand style in a warm, welcoming setting.
2. “Carefully consider which target groups your activity appeals to. At The Grand Shuffle, we position ourselves in a somewhat higher segment. As a result, we attract a slightly older crowd at that location than at the JEU de Boulesbar, which attracts more students. Saturday and Sunday evenings turn out to be real family nights. The business market is also interesting to us. Companies often look for a location where they can offer something special. Capacity is also important for this target group. At The Grand Shuffle, we can hospitably welcome up to 150 people.”
Future plans
The Grand Shuffle in Utrecht has clearly left them wanting more. Van de Vecht: “We want to open at least ten more locations in the Netherlands in the coming years. We are looking at suitable locations in the heart of the somewhat larger cities. The first two are already planned for 2027.”
More information:
www.jeudeboulesbar.nl/utrecht/
www.thegrandshuffle.nl/
www.vechtconcepts.nl/
www.bhg.nl